2024 is moving by at a blinding pace. But 2025 is giving us clues as to what marketers could be doing now in order to get ready. We want you to be prepared, so we’ve been thinking about what the three most important “kinds” of ideas marketers can be thinking about now in preparation for what will likely be a wild 2025.

1. First-Party Data & Personalization: The New Currency

If you’re not already prioritizing first-party data, you need to start. With third-party cookies on their way out and tightening data privacy regulations (hello, GDPR and CCPA), relying on third-party tracking is a losing game. The brands that will win in 2025 are those that truly know their customers, and that starts with collecting first-party data ethically and efficiently.

But it’s not just about collecting data—it’s about using it to create personalized, meaningful experiences. Today’s consumers expect more than generic promotions. They want creative, tailored offers that speak directly to their preferences, behaviors, and, frankly, what delights them. A study by McKinsey found that 71% of consumers expect personalization from the brands they engage with, and 76% feel frustrated when they don’t get it.

The deeper you go with personalization, the more you’ll strengthen customer loyalty—an essential win no matter what the economic climate brings.

The creative assignment: Develop creative loyalty programs, custom offers, and personalized content that not only collect first-party data but also genuinely enhance your customers’ experience. Remember, the goal is to serve your customers’ interests while staying true to your brand’s voice.

2. Creative Collaborations & Partnerships: The Power of Two

Some of the most talked-about campaigns in recent years have been built on unexpected partnerships. Whether it’s collaborating with another brand, an influencer, or co-creating a limited-edition product, these partnerships can expand your reach, bring in new audiences, and create those viral, shareable moments.

Think about recent examples like Nike’s collaboration with Tiffany or Target’s partnerships with various design brands. These collaborations work because they bring together two (or more) brands that resonate with consumers in surprising ways. In a world where consumers crave authenticity, well-matched partnerships allow you to build something fresh while sharing the creative load.

But here’s the trick: the partnership has to feel organic. Your audience will smell a forced collaboration from a mile away. The key is to align with brands or personalities that share your values and audience, creating something greater than the sum of its parts.

The creative assignment: Don’t just brainstorm potential partners—come up with the big creative idea that will make the collaboration feel natural and exciting. How will this partnership further cement your brand idea while generating real buzz? Start there.

3. An Arsenal of Go-to-Market Ideas

If 2025 promises one thing, it’s unpredictability. Now is the time to arm yourself with a stockpile of creative, go-to-market ideas that can be deployed at a moment’s notice. Whether it’s a quick-turn promotional hook, a creative social campaign, or a buzz-worthy event concept, having a ready-made arsenal will put you ahead when the market shifts.

We’re talking about ideas you can put on the shelf now and activate when the time is right next year. These might be publicity stunts, mini-campaigns, influencer activations, or pop-up events—whatever answers the market need at the time. The key is to have these ideas sketched out now so that when the market shifts or an opportunity arises, you can act fast.

The creative assignment: Develop a variety of creative “go-to-market” ideas that you can easily tailor and deploy throughout 2025. Make sure they’re flexible enough to adapt to whatever the year throws at you.

Take That, 2025

Of course, all of these ideas assume you already have a strong brand foundation and a clear creative campaign in play. If not, start there. But once that’s in place, these three strategies will put you ahead of the competition.

The way to out-market the competition in 2025? Out-think them in 2024.

Will Burns is the Founder & CEO of the revolutionary virtual-idea-generating company, Ideasicle X. He’s an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the Ideasicle Newsletter and never miss a post like this. Will’s bio.